The 'Map to a High-Converting LP' I Discovered After 10 Days of Learning Sales Copywriting
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Taka picking up spring vegetables at the supermarket
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Ten days ago, I
would sigh the moment
I opened
a sales copywriting book.
Benefits. Scarcity.
Body copy. P.S.
These were all unfamiliar terms,
and it all seemed like
something that had nothing to do with me.
However, now that I've studied for 10 days,
when I open the same page again,
the view has changed.
Ten days ago, I thought an LP was just a long piece of writing.
Back then, for me,
an LP was just a long piece of writing.
I was convinced that
if I just lined up attractive words
from top to bottom,
I could write one.
That's why even when I tried to write,
I would freeze at the very first line.
And even if I managed to write something,
it would end up feeling shallow.
I didn't even know
what was off.
I understand now.
An LP isn't just writing,
it's a blueprint
built from materials.
It wasn't that I lacked writing skills,
I didn't have a single material
to put into the blueprint.
That was the reason I kept getting stuck.
The 6 materials I gathered in 10 days
Looking back, over these 10 days,
I had gathered
6 materials in my hands.
-
Target: Narrow down who you are delivering to and picture one person's face.
-
Benefit: Not the features, but how the customer's life will change.
-
Results: The concrete outcomes after using the product.
-
Proof: Explain the logic behind why those results occur.
-
Trust and Reassurance: Your own process and stance; you can write this even with zero track record.
-
Closing Materials: Scarcity and guarantees; answering the customer's final anxieties.
Ten days ago, I couldn't even
come up with the words for any of this.
Once I saw the ingredients, the LP became a 'map'
When I lined up the six elements,
the entire picture of the LP
suddenly clicked into place.
Target and benefit are the
foundation of the catch copy.
Results, proof, and trust/reassurance are the
substance of the body copy.
Closing materials are the
final push.
For every part,
what needs to be included is already decided.
Before thinking about 'how to write,'
I decide 'what to include'
first.
That was thetrue way to read the mapthat is
the LP.
Ten days ago, I set off
without a map,
started immediately,
and got lost.
It's no wonder I froze up
at the very first line.
By the way, I am shaping this map
using a tool called Systeme.io,
and I explain how to build the entire system
in my Udemy course (free coupon available until 4/30)indetail.
The moment '90% of the work is research before writing' became a map
In a previous article, I wrote that
I finally understood the phrase
'90% of the work is research before writing.'
Now, that phrase is
taking on even more
definition.
Research means
gathering materials.
If you have the materials,
you can make a map.
If you have a map,
you can write without getting lost.
The outcome is decided by the presence of materials
before writing skill or expressiveness.
For a solo entrepreneur like me,
this was the best news.
Next, I will use this map to rebuild my own LP
The materials are gathered.
From here on, it's time to
actually assemble
my own LP.
First, I'll narrow down the
target for my product to one person.
From there,
I'll write out the benefits,
and line them up with results, proof, trust/reassurance,
and closing materials.
The goal that seemed too far away
to see 10 days ago
is now right in front of me.
If you have also experienced
freezing up halfway through
writing an LP,
please check if you have
all six materials
ready at hand!
Systeme.ioWhy not use
to bring that map to life?
🎁 Udemy course is now live!
This is a practical course that packs in the entire process of
building an automated sales system from scratch.
If you are interested, please take a look.
If you take the course,
I would appreciate it if you could leave
a high rating and a kind review🙏
👇 Course details and how to enroll can be found here
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